You Do NOT Need (Or Want) Traffic To Your Website

It seems you can barely have a conversation about marketing without someone saying they need more traffic to their website.

If The Morning Adam™ had a dollar for every training course, professional service, and push-button magic solution that promises more traffic to your website, we’d have enough dollars right now to fund our launch as a cable news network.

We don’t want the dollars.

(Well, sure, we want dollars – and taking on Fox, CNN, and MSNBC sounds like fun – but we don’t want to profit off a lie.)

Fact is, the very last thing you need (or want) in your business, is traffic to your website!

*pindrop*

When The Morning Adam™ appears before entrepreneurial audiences around the country, saying that phrase is enough to silence the entire room.

Jaws drop to the floor.

Everyone in the audience who is a service provider or course creator helping people get “more traffic to their website” will scowl, frown, roll their eyes, boo, hiss, and dismiss us, like we just said the world is flat and Monsanto leads the campaign to require GMO labeling.

Everyone else leans forward, with a quizzical glare, as The Morning Adam™ pauses for a moment to let that sink in.

Now that we have your attention…

Let’s dissect the phrase “traffic to your website”.

“Traffic” is the reason The Morning Adam™ hails from a home office and a balcony, living the Laptop Lifestyle. When we think of traffic, we think of millions of people all clogging a highway designed to handle thousands, all headed toward someplace we’d probably rather not be.

It’s either too early or too late, and we come to appreciate the irony Pittsburghers experience with their “Parkway”.

“Website” – what’s a website? That can be a:

Home page

Landing page

Sales page

Webinar registration page

Event promotion page

Contact page

Blog/Vlog page

Blog post

Discussion board

Social media outlet

Services page

Product catalog

Podcast page

Any number of other things

Any of those things can be a website, and a website can contain all of those things.

Let’s Do A Little Shift In Language

Pre-qualified – the right message, to the right people, at the right time;

Prepped – that e-mail, social media share, video, podcast episode, blog post CTA, etc. all let the person know exactly what to expect when they click that link; and

Pumped – they are so excited to visit your webpage and take action, they can’t wait for the page to load (your page is optimized for speed, correct?) to do what you just asked them to do

“Webpage”, meaning they will immediately see exactly what was promised, with no need for further navigation search, and the mechanism for them to take action will appear instantly and be clear, simple, and easy to do.

We’ve Really Done Something Here, You Know?

For now, we’re going to tease you with an introduction to the principle of “open loops”.

We’ve just opened a loop in the sense that, aside from giving you better terminology, we’ve shown you an incredible copywriting and branding principle. (Opening loops itself, is also a copywriting principle.)

In a few days we’ll come back and close that loop.

To make that happen for yourself, join us on Facebook and/or Twitter so you see it first.